Starbucks comes to the Czech Republic
There was a media frenzy surrounding the opening of the Czech Republic’s first Starbucks on Friday. In its new branch on Prague’s Malostranské náměstí, the world’s largest coffee-shop chain promises to ‘enrich people’s lives, one cup of coffee at a time’. It remains to be seen whether Starbucks will live up to its promise, and attract Czechs to pay more than the average for a mug of premium coffee. There’s certainly been a lot of anticipation leading up to Starbucks’ arrival, but will it prove to have been anything more than a storm in a coffee cup? I met the President of Starbucks Europe, Middle East and Africa, Cliff Burrows, in the run up to the opening. My first question was why the chain had decided to open here and now:
Maybe Starbucks coffee might be slightly more expensive than a cup of coffee in a normal Czech café, so what sort of clients are you aiming to attract here?
About fitting into the local community, are there any particular products on sale here that you won’t find anywhere else? Have you tailored this branch of Starbucks to a particularly Czech clientele?
So what sort of food can we expect in this branch then?
Is this the first of many stores in the Czech Republic?
“We’re excited about the potential. This is our first one, and we’re really focused today on this opening of this store. We don’t set specific targets, because we really open one store at a time. But we do hope to have more stores open in the coming months.”